OBJECTIVES PROBLEMS WHAT TO WHOM THROUGH WHOM AGAINST WHOM

1 2 3 4 Under-perform Integrated Sales and ICT companies + Direct sales through MM DIY Inaction Local AB SFC

Attractive
Months $0.08m $0.08m $0.10m Marketing plans incl. ‘flushed’ early adopters accredited Funnel Share 4 6 3 4 3 1
Not aligned strategy, tactics, plan from other markets. Coaches.
Quarters $0.25m $0.40m $0.50m $0.50m USP 8 2 3 3 2 1
and measures. Sold as
STRATEGY

Years $1.7m $2.5m $4.0m $4.0m Lack plan ‘Funnel Camp’ (incl. pre- Pragmatic CEOs / Introducers from: CRM Recognition 1 4 3 6 1 2
Camp metrics & ‘as is’ Divisional Director + vendors & integrators, Cost 4 3 3 1 6 2
Growth stalled strategy, planning Head of Sales / trainers, VCs, trade
Prove up the demand generation strategy & plan References 7 2 3 2 5 3
internationally . workshop, document Channel + Head of associations, existing
Not closing Total 24 17 15 16 17 9
plan & oversee Marketing customers.
execution). Marketing
Poor Mktg To leverage strength's & overcome weaknesses, use Miller
Strong training sold as Funnel
Heiman’s Strategic Selling Blue Sheet to plan each opportunity,
Academy (public and
and use references early to improve lack of recognition
private).
Sales & marketing engine is underperforming

FUNNEL MODEL MATURITY OF TARGET MARKETS

M1 M2 M3 Q2 Q3 Q4 Y2 Y3 TOTAL 20% 20%

New Targets 2,955 2,336 303 981 4,182 4,289 15,682 13,073 43,801
25% 0%
Recycled prospects 0 1,358 2,652 8,623 8,623 15,719 80,049 114,978 232,002
35%

Contact received 2,955 3,694 2,955 9,604 12,805 20,008 95,731 128,051 275,803 EM DG CR
Market Focus Maturity
Interest established 148 185 148 480 520 1,000 4,648 6,403 13,532 14% 51% 36%
Gap acknowledged 35 46 37 120 120 240 1,139 1,601 3,338 Hardware vendors 20% Main street 6% 8% 6%
SIZING

Need identified 17 23 18 60 60 115 564 800 1,657 CRM integrators 35% Bowling alley 4% 25% 7%
Offer understood 13 20 16 51 51 89 469 680 1,389 CRM vendors 20% Tornado 4% 8% 8%
Preference formed 6 12 11 36 36 54 318 476 949 System integrators 25% Early market 0% 10% 15%
Decision made 4 7 8 25 25 33 218 333 653
Revenue $0.08m $0.08m $0.10m $0.40m $0.50m $0.50m $2.5m $4.0m $8.2m

Sales staff (FTEs) 3 3 3 3 4 6 7 10

Sales utilisation 87% 99% 105% 107% 80% 92% 105% 107% 98%

CAMPAIGN PLAN
New Targets (43801) Contact received (275803) Interest established (13532) Gap acknowledged (3338) Need identified (1657) Offer understood (1389) Preference formed (949) Decision made (653)

Referral
Funnel Review: Assess
Call to discuss gaps and Present one-page
health of sales and Use Miller Heiman Blue Present Replay journey -
List rental 'sell' free audit summary of journey
marketing engine Sheet to plan recommendations face- situation, gap, need,
Advance call to PA opportunity - ID to-face to key solution, ROI, proof
Desktop research The impact of under-
performing sales and Email: 1-page 'sell sheet
Letter re planning or ' for free review
PR marketing engine Highlight cost of inaction
funnel gaps Outline ROI of clear plan
TICS
TACTICS

Present findings of & skilled team Ask for the contract.

Webinars
Social media Phone call to qualify, review with key
and 'sell' free audit Email link to video
Small events testimonial
Syndication partner Partner email, DM,
banner ad & web site White papers Test against ICP
Existing house list Leave case study Set kick-off date
Selectively offer
Funnel Vision email, & You Tube Attend once or register / industry-specific
Funnel Coaches RSS (MM & partners) reference calls
download 3 times

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